Ad update, changes and opportunities abound.

by gjabiz
9 replies
Last summer I posted about the advertising vehicles I collected from around the country. With a recent local change, here's an update.

After decades of publishing, the Akron Beacon Journal has discontinued it's bulk mailing of a wrap around ad sheet which contained grocery stores, pharmacies and local businesses. They now only publish this in the paper, and no longer use bulk mail.

So, the current Red Plum is twice the size of last week's. It has a new four page, 12 ad insert called Ad$Worth. They prepared for the opportunity to pick up the business the ABJ LOST.

An observation, 3 of the 12 ads in this flyer are pizza shops, 2 of which have just thrown money out into the street.

I know for a FACT, these ads are a waste, BECAUSE, we have natural boundaries which people don't cross. In my zip code, I have 11 choices to have a pizza delivered. But in the next zip code, across the river, they have their own six. And because of the time and hassle of going over the river and the railroad tracks...

a business like the pizza shop is throwing money away by sending thousands of ads to people outside his market.

Which makes for an OPPORTUNITY for those offering local and more targeted advertising.

For example, a pizza shop on this side would be wasting money on a 10,000 EDDM mailing (stand alone or co-op) if half of those were delivered across the river but would really benefit from a 4700 mailing into his area. His customers may be two miles and even though, as the crow flies, a person lives only 3/4 of a mile, if it is on the other side of the river, is a waste of his ad dollar.

Another fact...businesses are still advertising. AND still with PRINT.

Add in the online loyalty program, a birthday program, school sponsored events...and a person who wants to help businesses get more customers or increase sales...

has opportunity...

morning, noon and night. AND, of course, you could always offer some IM stuff too.

What's happening in your neck of the woods, is your local paper getting smaller and smaller?

gjabiz

PS Being a pro means you know where your client's business comes from, otherwise, you come across as just another ad salesman.
#abound #opportunities #update
  • Profile picture of the author AmericanMuscleTA
    The Ad$Worth reminds me of the 9x12, except it's not mailed alone.


    And you're right about the pizza shops! It seems like there's one on every corner.
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    David Hunter | Duke of Marketing
    www.DukeOfMarketing.com
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    • Profile picture of the author gjabiz
      Originally Posted by AmericanMuscleTA View Post

      The Ad reminds me of the 9x12, except it's not mailed alone.


      And you're right about the pizza shops! It seems like there's one on every corner.
      The ads are about 3.5 x 8.5 and in effect is EDDM, in my issue, there were a few giant flyers and the usual ads from Dish, Direct TV as well as the grocers and the drug stores.

      I don't yet have pricing on the ad$ worth, but I will soon.

      I think this area is ripe for a featured 9 x 12.

      gjabiz
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  • Profile picture of the author Ron Lafuddy
    Sounds like there's some real opportunity in your neck of the woods, Gordon.

    Do you have any plans to take advantage of it?

    Ron
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    • Profile picture of the author gjabiz
      Originally Posted by Ron Lafuddy View Post

      Sounds like there's some real opportunity in your neck of the woods, Gordon.

      Do you have any plans to take advantage of it?

      Ron
      We're testing a new program, monthly mailers, too early to know on it.

      We have a hybrid, a 9 x 6.5 EDDM spread out over a longer term, up to a year.

      We're aiming for Spring for those roll outs, right now, Cleveland Trade Shows have given more than enough werk...and the "hosts" have some evolved twists too, especially the very lucrative Wedding Markets.

      Both the Akron Beacon Journal and local weeklies are shrinking, and small businesses are spending money elsewhere to keep their name out there...we might as well be the elsewhere.

      gjabiz
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      • Profile picture of the author Ron Lafuddy
        The beauty of what you are doing is that you can run the mailers and the "host" programs
        at the same time, since they don't compete.

        Cross promoting creates new opportunities for everyone to make money - including you.

        Ron
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        • Profile picture of the author gjabiz
          So, today.

          My local weekly, News-Press, the one delivered by Timmy (think Chris Elliot)...
          every week to (or nearby) my door.

          The new wrinkle is they have picked up SmartSource as their ad wrapper.
          SmartSource uses a sheet catalog format, each sheet usually only has one product or retailer and these are mixed with coupons and direct response sell sheets too. They are approx 11 x 7.

          Also, I didn't mention this before, but our city hasn't seen a single giant postcard in the last year, not a coop one anyhow...we've had some direct door flyers, but nothing EDDM at this point, at least not city wide. There have been several small zized cards with fewer coupons/ads but nothing billboard like.

          I think (but only a feeling) Smart Source would be better for direct offers, like the cuddly teddy bear this week, and Red Plum more suited for the coupon.

          Still, these are delivery vehicles or the carriers...but both are jammed full of ads...must be some pretty, pretty, pretty...

          pretty...

          silly people who are wasting their money on "maibox" ads...silly all the way to the bank.

          gjabiz

          PS Saw several opportunity for ad improvement too, things a new copywriter might want to tackle.
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          • Profile picture of the author Oziboomer
            Originally Posted by gjabiz View Post

            pretty...

            silly people who are wasting their money on "maibox" ads...silly all the way to the bank.
            Sounds like there are or is an accomplished sales force out there with an evidence book touting the benefits and showing the statistics to a bunch of desperate business owners who just don't understand where to get business in today's market.

            When they don't understand how to market or advertise and are sick of cold callers they probably welcome with open arms a rep walking in with a copy of their local weekly under their arms proudly stating their benefits and offering them a way out.

            It is a bit like after a natural disaster or other threatening event.

            Business owners and the public restrict they expenditures but that restriction eventually causes a breakout as the skilled rep lays out how they have X number of readers and those readers are their customers

            Best regards,

            Ozi
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            • Profile picture of the author gjabiz
              Originally Posted by Oziboomer View Post

              Sounds like there are or is an accomplished sales force out there with an evidence book touting the benefits and showing the statistics to a bunch of desperate business owners who just don't understand where to get business in today's market.

              When they don't understand how to market or advertise and are sick of cold callers they probably welcome with open arms a rep walking in with a copy of their local weekly under their arms proudly stating their benefits and offering them a way out.

              It is a bit like after a natural disaster or other threatening event.

              Business owners and the public restrict they expenditures but that restriction eventually causes a breakout as the skilled rep lays out how they have X number of readers and those readers are their customers

              Best regards,

              Ozi
              Yes, and also maybe.

              One thing, which is a result from those hawking advertising programs to the uninitiated, is...these are naive and desperate businesses just hoping some guy is going to waltz in and sell them a 400 dollar ad on a giant postcard or on top of a pizza box, etc.

              Well, my reality is, most businesses aren't THAT desperate and they have been approached countless times by someone with the latest and greatest "get more customers" deal.

              I have the same problem with these "advertising as a biz-op" programs as I have with the "Copywriting as a biz-op" crowd...

              the HYPE to sell the opportunity doesn't often live up to the reality.

              Many of these businesses I call on have been around a decade or two. Sure, they welcome NEW ideas, but all things being equal, one comes in with a 400 dollar ad on a giant postcard, and they mentally compare that to their experience, a same cost ad in Val-Pak or Gold Clipper or Coupon Connection and see no reason to take a chance on it.

              One has to give a REASON WHY.

              And too many of those selling ads on postcards, flyers, coupon books, monthly magazines, place mats, mugs, menus, coffee news, etc. are inexperienced in business and have no background in CUSTOMER ACQUISITION.

              So, Ozi, you are 100% right with the idea a PROFESSIONAL who can give a clear reason why his ad vehicle is worth trying, is going to beat the socks off of a guy who goes out and makes 20 calls in a day and gets NO results, where as a pro can go out, spend half the time, see 10 and sell 3 or 4 ads.

              AND (since I'm now ranting)...

              a TARGETED campaign is going to crush a shotgun approach 24/7.

              Imagine if a dentist got his 1% response from the 10,000 postcards sent out EDDM, is he equipped to handle 100 new customers? Ask your dentist.

              The mantra of EDDM, newspapers, place mats, radio, inserts is

              HUGE NUMBERS of potential eyeballs...like the guy here recently who wanted to mail out 50,000 EDDM postcards.

              When, realistically, if you can get a handful of new customers to your business, you've done a great job and they will continue to use you.

              And you don't need to send out thousands of anything to get a HANDFUL of customers, one just needs to TARGET and fire at the fish in his barrel.

              Whew, I feel better.

              gjabiz
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          • Profile picture of the author Ron Lafuddy
            Originally Posted by gjabiz View Post

            PS Saw several opportunity for ad improvement too, things a new copywriter might want to tackle.
            I also see a large opportunity for local print/advertising projects right now.

            Partly fueled...by what I saw and heard, at a nearby print shop, over the weekend.

            The print shop owner is b-u-s-y!

            He had people standing in line, waiting to talk to him about how they should set up their printed piece(s).

            How should it look?

            What colors would he suggest?

            What should it say?

            What the hell does he know about marketing/advertising?

            Probably not much more than they do, but they are looking for help and he's available.

            I made some helpful suggestions. Talked to a couple of his customers at length and now
            have appointments to meet with them.

            I also secured a well-known sponsor, for an ad program I'm starting next month.

            None of this was planned and it never would have happened, if I'd just hung around the forum.

            A very productive day.

            Ron
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